Enterprise SEO Strategies are hugely dependent on industry, budget, current market placement, agility, aggressiveness or risk tolerance, existing infrastructure and multi-team stakeholder buy-in. With that having been said, these are the top 5 Enterprise SEO strategies that apply to a good proportion of enterprise-class websites.
Dynamic Content Strategies
When working with millions of pages, it’s important to leverage dynamic content.
Consider Insurance. Home and Auto insurance companies, for the most part, understand that they need to have and maintain content that describes their services. This is a small amount of content that should be easy to both create and maintain.
However, this industry also has a huge amount of region-specific searches. For example, “Condo Insurance in New York” or “Car Insurance in Fort Lauderdale.” How does one create powerful, persuasive and useful pieces of content that will pull in that aspect of the Insurance market?
For each of our service and location pages, such as “Condo Insurance in New York,” we need to have unique content that answers the need of the searcher. In this example, having access to data sources is key.
- How much have condo or homeowners in New York paid in damages in the past ten years?
- How many natural disasters have occurred?
- Has the cost of condos and condo maintenance been rising? Is that cost high comparable to other cities within the state?
- How common is theft in New York?
- Is incidence of theft rising?
- Is the city more at risk than other cities within the state?
- What kinds of cost savings can a New Yorker get through government programs?
- Have local users left positive reviews for us?
Each of these data points can be put into dynamic content and used to tell a persuasive story. They’re available through various APIs, and allow the creation of these pages dynamically on a massive scale.
Implementation can change dramatically between industries, what we’ve listed here is a general strategy.
Keyword & Content Mapping
From an SEO expert’s perspective, a website is a series of pages that are each targeted at a specific idea. The act of doing the research around which ideas are most valuable and represent a market the best is called “Keyword Research.” It defines the foundation of any website.
Enterprise websites have massive foundations. While the scope is somewhat intimidating, it’s even more frightening that the foundation may have had little to no thought behind them, or that it’s old and falling apart.
In many cases, we find that the best strategy for both short and long term results is to refine this foundation, retargeting and expanding the keyword and content map to dominate the market.
Site Structure Optimization
A site’s “structure” is like a web where each node is a page and each page is connected to other pages by links. Links from our website are called internal links, and links from other websites are external links.
Internal links connect the pages of a website together. This allows users and search engines to navigate through a site and discover content. These links may be website navigation, in-content links, breadcrumb links, footer links, or even pagination links. Every link on a site, whether humanly visible or not, matters for Enterprise SEO.
A good rule of thumb is that your most valuable pages, which are referred to as Preferred Landing Pages (or PLPs), should have the highest number of internal links.
Consider your site navigation. Since that navigation is available on every page of your site, it means that every link in your navigation is on every page of your site. These must be extremely important pages.
If they’re not that important, they’re stealing ranking and traffic power from other pages.
Using this thought process, we organize enterprise sites so that the most valuable pages get the most activity. Two types of structures are shown below.
Enterprise websites have complex structures, and within these structures it’s important to ensure that the most valuable pages get the appropriate amount of internal links.
An extremely effective strategy for enterprises is to establish the priority of each page across millions of pages, and create an implementation plan that results in each page being internally linked to according to its search potential and ability to achieve business objectives.
Historically, it has been popular to split enterprise websites up into subdomains or completely separate domains to service different LoBs.
This is popular with Financial Institutions (FIs), where you might see a domain for investing, loans, (ultra) high net worth, and personal banking. In a report that Powered by Search put together in 2013, we found that by far the most successful parent companies in the FI space, in both the US and Canada, fit under a single domain.
Even if the distribution of content sits mostly under a single domain and subdomain, we frequently find that the distribution of content doesn’t achieve business goals.
For enterprises looking to aggressively improve their market position, content consolidation is an excellent strategy. Domains and pages that may be competing with each other can be used to support each other, and a more consolidated view of the web presence of an organization presents an easier way to see gaps and opportunities moving forward.
SEO Site Health Monitoring
It is possible to make a very small change to your website which causes catastrophic drops in traffic, leads, and revenue. In fact, we’ve seen this happen on several occasions with enterprise-class websites in the Telecom, Real Estate and eCommerce spaces.
Many decisions are made by developers, different LoBs, and third party vendors that are outside of a single enterprise’s control. The only way to ensure that issues are identified and addressed before there are significant repercussions is to constantly monitor the site’s health from an SEO perspective.